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Vanquishment-cup of tea neither of Lipton nor of Tetley
India's two big rivals are not ready to give up their share in India tea market. HUL with Shraddha Kapoor and TATA with Saurav Ganguly appointing them as brand ambassadors grabbing pie of each other.
By: Bonafide Research & Marketing Pvt. Ltd.
Today's urban young adults are looking for a drink that is delicious, but also healthier. Tea is a familiar and preferred beverage option in India and green tea is fast gaining popularity amongst the young consumers. Over the last few years, the Indian consumer has witnessed an onslaught of various 'health' offerings from food and beverage brands. During this period, the popularity and acceptance of green tea, the healthy version of the country's most consumed recreational drink, has been gaining momentum. Bonafide Research has stated that total market of India packaged tea is going to be around INR 48,000 crore in its market research report on 'India Packaged and RTD Tea Market Outlook,2021' (http://bonafideresearch.com/
Tetley was launched in India in 2001 with variety of flavours and tastes to choose from. Again, it was introduced the innovative flavoured teabags in 2003 in Masala, Earl Grey, Lemon, Ginger, Elaichi, Tulsi & Lemon flavours. Tata Global Beverages launched a new range of Tetley Super Green Teas under their Tetley portfolio at a Guinness World Records® record-setting event at NSCI in Mumbai recently. The Zumba concert, led by the new face of Tetley in India – former Indian cricket captain Saurav Ganguly, actress Neha Dhupia, actor and TV show host Shibani Dandekar, and renowned Zumba Education Specialist, Shwetambari Shetty had 2,000 people set the Guinness World Records® record for the largest gathering of people wearing capes. t was a remarkable sight as people from different walks of life came together under one roof to celebrate the spirit of 'Everyday Super Humans'.
HUL had launched Lipton in the year 2009. Lipton was launched in four exciting flavours –Green Tea Jasmine, Green Tea Mint, Green Tea Citrus and Green Tea Pure. The biggest investments of the company recently have been in brand Lipton. India is Unilever's second largest green tea market. HUL is India's largest FMCG Company, touching the lives of two out of three Indians. The company meets every day needs for nutrition, hygiene with brands that help people feel good, look good and get more out of life, Lipton is one the products which has become daily need of many Indians.
In case of ad campaigns, Lipton has still concentrated on 'Women targeting advertisement'. It comprises young urban women, who are health conscious and driven to shift towards healthier food options. Whereas Tetley has gone beyond that and brought Saurav Ganguly to address men also. It targets 18-35 years age bracket that are health conscious to the extent of tweaking their lifestyle and making small changes to it, unlike 'health freaks' who're willing to go to extreme. Both have thought of best diplomats i.e. HUL, first Anushka Sharma and fterward Shraddha kappor; an occurrence of TATA first Kareena Kapoor and now Saurav Ganguly. Along these lines both are doing best to grab pie in the total tea market in India.